We are a week into the conflict, klling off an entire population takes time. As long as Israel is targeting civilians with reckless abandon, even going as far as to attack the UN posts (can provide link) and the Red Cross (have already provided link) -- then one can only reasonably assume that Israel's intent is complete and total destruction.
Perhaps the term 'genocide' isn't thrown around enough. The western press didn't even report the 700,000 people who were massacred in East Timor by Indonesia, they barely reported on the massacre in Cambodia, we ignored Rwanda's ethnic cleansing, now we're ignoring it in Sudan... get a clue.